- Dr. Howard Purcell, President and CEO of the New England College of Optometry (NECO), named Chairman of the Advisory Board
- Six renowned Optometric Doctors (ODs) join as members
- Panel will advise Fielmann Group and Fielmann USA Top Management on strategic development of business in US vision care, providing deep expertise, especially in medical eyecare
Hamburg, Germany / Green Bay, Wisconsin, USA – April 14, 2026
Fielmann Group, one of the leading vision care providers worldwide, announced the formation of a dedicated Optometry Advisory Board for the US market. Dr. Howard Purcell, President and CEO of the New England College of Optometry (NECO), will serve as Chairman of the Advisory Board. Joining him are six distinguished Optometric Doctors (ODs) who will contribute their deep industry expertise from Fielmann USA and beyond.
The Optometry Advisory Board will provide strategic guidance and medical expertise, supporting both Fielmann USA’s and Fielmann Group’s Executive Management in translating Fielmann’s patient-centric philosophy to the US market. By facilitating the development of an integrated vision care solution for patients and expanding the company’s scope of practice, the panel will help make great vision more accessible and affordable for even more people.
“It is a privilege to lead this ambitious committee. I have come to know Fielmann Group as genuinely dedicated to continually advancing and refining its optometry model through strategic collaboration with industry experts. In alignment with the family business’ values of openness, curiosity, and proactivity, the Advisory Board aims to deliver impactful results beyond standard reporting. Our collective efforts will be directed toward meaningful action for the benefit of both optometrists and patients,” states Dr. Howard Purcell, Chairman of the Advisory Board.
The Advisory Board’s first quarterly meeting took place March 31, 2026, in Chicago, Illinois. It was attended by all Board members as well as Fielmann Group CEO Marc Fielmann, CHRO Katja Gross, COO Peter Lothes, and Fielmann USA CEO Russ Steinhorst.
“Fielmann’s purpose is to help everyone see the beauty in the world. Following our successful US market entry, we are now preparing to scale and fulfil our purpose in ever more US communities in the Greater Midwest. Many patients still miss the exam availability, glasses fully covered by vision insurance, and the price transparency they deserve. Supported by the deep knowledge and strategic expertise of our Optometry Advisory Board, we are positioned to redefine what US patients and customers can expect of eyecare and eyewear,” says Marc Fielmann, CEO of Fielmann Group.
“Highly qualified optometrists are key to our successful business development,” adds Russ Steinhorst, CEO of Fielmann USA, Inc. “The Advisory Board will further strengthen their voice within our organization. It is thanks to our optometrists’ expertise and reliability that we become long-term partners of our patients within the communities we serve, and that we are recommended to friends and family. Retaining and attracting ODs is foundational to our business and is therefore a key priority for reaching our ambitious growth targets.”
The Fielmann Group aims to be the most trusted partner for hearing and vision, with a goal to redefine comprehensive care globally by 2035. The Group’s US business is projected to reach $1bn in sales by 2030, with profitability trends in 2025 already progressing favorably, and continued improvement is expected in the coming quarters.
Hamburg, Germany / Green Bay, Wisconsin, USA – April 14, 2026
Fielmann Group AG
The Management Board
About Fielmann USA
Fielmann USA, Inc. comprises the two brands SVS Vision and Shopko Optical and is market leader in the Upper Midwest. It operates more than 230 practices in Idaho, Illinois, Indiana, Iowa, Kansas, Kentucky, Michigan, Minnesota, Missouri, Montana, Nebraska, North Dakota, Ohio, South Dakota, Utah, Washington and Wisconsin. According to preliminary numbers, Fielmann USA generated total sales of $312m in 2025. The Adj. EBITDA margin in the US for the full year jumped to approximately 16% in the same year. At year-end, more than 1,800 employees were driving the growth of Fielmann USA.
About Fielmann Group AG
The Fielmann Group is a stock-listed German family business active in vision care and audiology, serving 30m customers with eyewear, contact lenses, primary eyecare services and hearing aids. As one of the leading vision care providers worldwide, it operates an omnichannel platform consisting of digital sales channels and about 1,300 stores in Europe and the United States. Founded in 1972, the company is led by Marc Fielmann, representing the second generation of the Fielmann family, which still owns the majority of the company’s stock. By staying true to its customer-centric values, the Fielmann Group helps everyone hear and see the beauty in the world. Thanks to the dedication of around 24,000 people worldwide, the company consistently achieves customer satisfaction and retention rates of around 90% and has fitted more than 200m pairs of individual prescription glasses.
